Frieda's Unveils New Logo for PMA Fresh Summit 2015

Wed. October 7th, 2015 - by Melissa De Leon Chavez

LOS ALAMITOS, CA - Frieda’s Specialty Produce is showing off more than just new products at the 2015 PMA Fresh Summit convention—the company is unveiling a whole new identity.

Frieda's Old Logo

Frieda's New Logo

At booth #2546 in Atlanta, Frieda’s will launch a new logo and fresh visual identity for the 53-year-old specialty produce company, and showcases its brand new look and packaging on many of its products. Working closely with Florida-based strategic branding consultants Edmundson Martin, Frieda’s conducted a consumer insights initiative, competitive analysis, and in-store reviews.

Karen Caplan, President and CEO, Frieda’s Specialty Produce

“We learned that Millennials crave new food experiences and favor brands that engage them, and we believe that our new brand connects with this generation of culinary enthusiasts in a more authentic way,” says Karen Caplan, President and CEO of Frieda’s Specialty Produce. 

The key for Frieda’s new brand is that it's fun, young vibe will appeal to Millennials without alienating Baby Boomers, Caplan explains.

“Our company’s fun and quirky personality really shines through in our new look,” she continues. “It has a sense of humor and is very approachable, which helps with the unusual nature of many of our specialty fruits and vegetables.”

Perhaps even more enticing to some, Frieda’s booth will also feature a sampling of produce-flavored craft beers to encourage visitors to stop by and have a look at the new brand.  

“We’re really excited that our brand is positioned to grow the category, and to inspire new food experiences for friends, families, and new food lovers everywhere,” says Caplan.

To see and taste everything Frieda’s has to offer, stop by booth #2546 at the PMA Fresh Summit convention.

Frieda's Specialty Produce